USA cafe franchise to expand in Middle East

The Cereal Bowl, a USA-based cafe franchise, has signed a franchise agreement that will see the brand expand into Qatar and other regions of the Middle East. Global Brands, a Qatari-based company that has successfully franchised many brands in the region, has signed a deal with The Cereal Bowl to open outlets in the Middle East.

Sheikh Abdulrahman Al-Thani, President and CEO of Global Brands, said: "We are totally confident that Global Brands will be able to re-create the The Cereal Bowl experience throughout Qatar and the Middle East. We are proud of our partners and brands that we represent."

The Cereal Bowl is a café franchise that enables customers to make their own cereal creations or pick from one of many unique combinations created by the company. There are more than 35 cereals available, hot and cold, as well as over 40 toppings to choose from. In addition to cereals, cafes sell a variety of other products including cereal bars and oatmeal smoothies known as Oaties.

Kenneth Radar, President and CEO of The Cereal Bowl, commented: "There's no question The Cereal Bowl has international consumer appeal and strong global brand potential. We are excited to partner with Global Brands and feel this has great potential for both companies. They are clearly recognised as a leader in franchise food operations in the Gulf region."